Profile story on Amul

 Every household would at least have one product of Amul.

When we think of this product we are reminded of the slogan “The Taste of India” and a chubby girl with red polka dotted gown in pigtails. Sylvester da Cunha who owns the signature cartoon of the girl has left a rich legacy.

The brand gives justification for the slogan ‘The Taste of India”, by turning popular among people of all age groups and all the levels of society. This Indian Dairy brand is receiving a warm welcome from consumers over decades.

Amul is the acronym of Anand Milk Union Limited. It is located in Anand district of Gujarat.

In 1946 in Kaira district of Gujarat the Milk producers formed  co operative societies which would collect milk from its member farmers, they demanded that they would have their own facilities and the government has to undertake to buy milk from the union. If their request is not met they would refuse to sell milk to any merchants. As a response to the exploitation of small dairy farmers Amul was founded by Tribhuvandas Kishibhai Patel. After Patel, Dr.Verghese Kurien came to power. He played a key role in the success of Amul brand. He is the father of White revolution in India.

Being a direct link between milk producers and consumers Amul removes middlemen and offer its products at affordable prices.

Started with cow and buffalo milk now it has expanded its range of products including butter, ghee, cheese, milk-based beverages, ice cream. In addition to dairy products it also sells bakery, chocolate- based products other staple products in our diet.

Amul has become India’s largest FMCG brand with a turnover of Rs 72,000 crore. It is the eighth-largest dairy brand in the world.

Amul is the home of more than 3.2 million milk producers and 1000 employees. Apart from its production it also plays a huge role in taking social responsibilities in the name Amul Relief Trust.

Providing a different range of products at different price levels without compromising the quality makes Amul the King of dairy brands in India.